Shifting luxury brand priorities

LUXURY INSIGHTS | June 21, 2025
Timeless insights for luxury brands.

A new kind of status is redefining the luxury landscape, as consumers increasingly shift away from conspicuous displays of logos in favor of luxury brands that offer longevity, emotional connection, and enduring value.

01. INSIGHT

Today’s luxury consumers are motivated by authenticity, sustainability, and personal resonance with a brand’s story, rather than simply purchasing for prestige or price alone. 

Luxury is becoming less about external validation and more about the intrinsic satisfaction and lasting significance that luxury products and/or services bring.

Thus, your branding and luxury copywriting must shift as well.

02. INSPIRATION 

“Luxury is no longer just about what you buy, but how you feel about yourself and the world around you. The new luxury is about authenticity, craftsmanship, and a story that connects people to something larger than themselves.”

— Dana Thomas

03. INTENTION

When did you last examine your messaging with an objective eye?
Does your brand truly connect with your audience on an emotional level?
Are you showcasing the deeper meaning and value of your offerings, or are you simply calling out features and inclusions?

Remember, you win business by connecting to humans.

Make it a fabulous week,

Creator of Luxury Insights 
Founder of The Luxury Copywriting Company

ABOUT THE AUTHOR

Camilla Carboni is the go-to Luxury Strategist for many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.

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